Waitrose has become the first multiple to use the Leaf marque on its fruit and vegetable prepacks.
It coincided with the adoption of the logo on strawberries being sold at the Wimbledon Tennis Championships provided by Hugh Lowe Farms, which is also a major supplier to the multiple.
The current 26 lines carrying the logo will be increased to 46 in six months, with the long-term objective of having all 400 in the scheme.
The logo will also carry a unique number related to the type of produce, so customers who want to learn more can tap it into the Leaf website.
The marque was set up 12 years ago to promote and develop integrated farm management. It supports a network of demonstration farms offering practical guidelines.